Apple’s place because the dominant power within the international true wi-fi stereo (TWS) earbud market is anticipated to proceed by means of 2025, in accordance with Counterpoint Analysis.
The forecast outlines a 3% year-over-year enhance in international TWS unit shipments for 2025, signaling a transition from fast development to a extra mature part for the class. Whereas Apple is ready to stay the main model by income and model recognition, the report means that quantity development can be led by lower-priced fashions below $50 from different manufacturers, pushed by rising markets and alternative demand.
Counterpoint attributes Apple’s continued energy to the introduction the AirPods Professional 3, which is anticipated to see robust demand amongst present customers. The brand new mannequin is rumored to incorporate enhanced immersive audio and health-related options.
Nonetheless, as a result of AirPods Professional’s comparatively excessive value level in comparison with opponents out there, they’re unlikely to drive development. In reality, Apple is anticipated lose market share very barely this yr. “A extra noticeable enhance in quantity is anticipated round 2027, when the usual AirPods and a brand new ANC-equipped model are launched,” Counterpoint added.
Counterpoint notes that whereas Apple stays unmatched within the premium section, its unit quantity development is more and more threatened by value-oriented manufacturers reminiscent of Xiaomi and JBL, each of that are projected to report double-digit year-over-year cargo development in 2025. Xiaomi’s success is credited to its low-cost pricing technique and broad international distribution community, whereas JBL has gained traction in markets like India by providing trusted mid-tier merchandise with aggressive pricing and reductions.
Counterpoint believes that the broader TWS market now mirrors the trajectory of the smartphone sector, with alternative cycles lengthening and demand more and more tied to ecosystem options and regional value dynamics.
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